The Metaverse is a new and emerging technology that offers a unique opportunity for businesses and individuals alike to extend their reach and connect with others in a virtual world (Kevins, J. 2022). Celebrities and other individuals have already begun to utilize the Metaverse as a brand...

Although consumer-behavior theory has traditionally regarded evaluations as instrumental to consumer choice, in reality consumers frequently evaluate what they like and dislike even when there is no decision at stake. Why are consumers so eager to evaluate things when there is no ostensible...

Chinese consumers recognize in Italian products a high added value and, in some cases, consider them preferable to other products. The success around the world of items ‘‘Made in Italy'' is mostly due to the Italian brand's ability to transfer a certain sense of product quality in concert...

Organizations face growing pressure from their consumers and stakeholders to take public stances on sociopolitical issues. However, many are hesitant to do so lest they make missteps, promises they cannot keep, appear inauthentic, or alienate consumers, employees, or other stakeholders. Here we...

Skin-tone representation in brand visuals can signal brands' diversity, equity, and inclusion (DEI) efforts. However, it is unclear what skin-tone DEI means to people, and there is no objective standard for its quantification from visual content. We propose an automated framework assessing...

In the wake of the COVID-19 pandemic, influencer marketing has snowballed into a big phenomenon when businesses around the world are trying to use influencers to promote their products and services. However, even though influencer marketing is a craze in the market, the engagement rate and...

This study examines the influence of a sports event sponsorship on brand image and preference. An explanatory and survey research design was adopted, and a pre-designed questionnaire was administered to 400 soccer supporters selected using simple random sampling. Descriptive statistics were used...

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...

This annual report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital...